我国体育服装行业营销策略浅析

在全球经济日益多元化发展的良好前提下,我国体育服装企业正经历着由模仿到创新的改革阶段,其产品技术含量、营销模式也在逐步更新,但仍然和国外知名企业存在一定差距,本文将主要对我国体育服装行业的营销策略进行浅要分析,通过对比国内外营销先进理念及相关的资料收集以及实际访谈,归纳出以适应我国体育服装企业需要的特有的营销策略,力求推动体育服装行业快速向前发展,逐渐形成具有国际视野的知名品牌。

Analysis on Sports Clothing Industry Marketing Strategy in China

Under the good conditions of increasingly diversified development of global economy, the sports clothing enterprises in China is experiencing the reform stage from imitation to innovation. The product technical content and marketing mode is gradually updated, but still has certain difference with products from foreign well-known enterprises. This paper mainly analyzes the sports clothing industry marketing strategy in China, summarizes the suitable marketing strategy through comparing the advanced marketing concept at home and abroad. The main pur- pose is to promote the quick development of sports clothing industry and gradually form with a global vision of the well-known brand.